Your MadKudu’s solution predicts who your high potential value leads are, and it finds out the right moments to engage with a customer (ie. when they are ready to buy, ready to accept an upsell, or likely to churn).

This article provides guidance on how to use your MadKudu’s predictions in your CRM.

A word of caution…

Every company tends to have a unique process and a unique CRM setup. This makes it difficult to provide a vanilla recipe, ie. a recipe that can be used as-is everywhere. Feel free to adapt our recommendations to your process!

Qualifing new leads

If you’re using MadKudu, it means you have a great number of leads. But not all leads are equal. It is essential to find out which leads are worth the time of the sales team and which should be put on a self-service track.

The MadKudu mk customer fit attribute is here for that.

Most sales organizations use the following process:

  1. Leads with mk customer fit = very good are usually assigned to the account executive team right away skipping the SDR qualification step. Those leads are “elephants” that should get extra-special attention. Those customers make or break your sales objectives. In your CRM, those leads are converted into an contact/account/opportunity immediately.
  2. Leads with mk customer fit = good are assigned to the SDR team. A SDR will reach out to them and try to get them to accept a call. The SDR can then follow her process and convert the lead into an opportunity when appropriate.
  3. Leads with mk customer fit = medium OR low are put on the self-serve track. The Marketing nurtures those leads with marketing automation with the goal help them self convert.

Identifing the right moment to engage

In addition to identifying leads with high potential value, MadKudu finds out when a lead is likely to buy based on their in-app behavior and other data.

This likelihood to buy segment gives you two opportunities to close more sales:

  1. The SDR team can do an extra outreach to the qualified leads being worked on. The email or call usually goes along those lines: “Hi Mr. Smith, I noticed that you recently added 7 users to your account yesterday. I thought you might have some questions about deploying our tool in your organization. Do you want to hop on a call?”.
  2. The SDR team can reach out to “medium” customer fit leads because those leads can be closed fast even though their value is not that high.

In practice, this means:

  1. Leads with (mk customer fit = good OR very good) AND (mk likelihood to buy = high OR very high) are identified in a Lead view in your CRM that indicates which leads need an extra personal outreach by the SDR team.
  2. Leads with (mk customer fit = medium) AND (mk likelihood to buy = very high) are added to the list of trial customers that needs to be engaged by the SDR team.
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